I also think it has to do, to some extent, with the increased percentage of students from out of state who are at Iowa, even compared to just 10 years ago. Many going to school didn't grow up Hawkeye fans, so it's not as big of a deal to a larger percentage of the student population. Over 50% of the freshman this year are from out of state. 10 years ago it was significantly less, 20 years ago it was something like 25%. Not casting aspersions over the whole of out of state students, but with a larger percentage who didn't grow up in Iowa, and weren't inundated with Hawkeyedom, it can be a harder sell to get them to come to games - success matters more in getting students to attend.